Pinterest, Instagram, Niche Social Networks Global Market Share Grows

Pinterest and Instagram have taken over in the race among niche social networks, both experiencing astronomical growth rates around the world.

While Facebook and Twitter should be expected to continue their reign as leaders in social, these alternative networks are growing in popularity, according to a new data from Experian.

“The growth of both Instagram and Pinterest over the past year has been phenomenal. The reason for their success is that they haven’t tried to be ‘another Facebook’,” said James Murray, Digital Insights Manager, Experian. “Instead, they both identified a gap in the market and used the scale of Facebook to reach consumers.”

Just how fast has Pinterest grown? Between July 2011 and July 2012, Pinterest’s market share rose:

• 5,124 percent in North America
• 2,373 percent in Hong Kong
• 1,489 percent in the UK
• 798 percent in Australia
• 643 percent in New Zealand

Pinterest is now one of the Top 20 social networks in North America, the UK, and Singapore, according to the study. Also making that list this year: Instagram, that other highly visual and trendy network.

Instagram was no slouch this past year. In the same period, Instagram’s share of the social market increased:

• 17,319 percent in North America
• 8,121 percent in Singapore
• 2,028 percent in the UK
• 843 percent in New Zealand
• 362 percent in Australia

Other niche social networks with significant gains during the study period include Reddit in Australia, Google+ in Brazil, SkillWho.com in North America, and FanPop.com in the UK.

Murray predicts, “Expect to see a proliferation of niche social networks over the next 12 months offering deeper functionality and greater engagement.” For more insights, see the study on the Experian Hitwise UK blog.